Consumers are turning to e-commerce platforms for jewellery and two-wheelers this festive season, with demand spreading beyond metros to smaller cities. Amazon India said fashion jewellery shoppers grew over 50% year-on-year. Meanwhile, electric two-wheeler sales grew eightfold, as many buyers in non-metro markets got their vehicles through online festive deals.
Consumers are increasingly turning to e-commerce and quick-commerce platforms for jewellery, precious metals and two-wheelers this festive season, with demand extending beyond metros to smaller cities, according to early trends shared by Amazon India and Swiggy Instamart.
Amazon India said fashion jewellery shoppers grew over 50% year-on-year during the festive season, while first-time jewellery buyers increased more than 20%. Gold remained the preferred choice, with purchases of gold rings rising over 35%, earrings nearly 30% and neckwear 25%.
“More customers are choosing Amazon.in for their jewellery purchases, with fashion jewellery shoppers growing over 50% y-o-y and customers shopping for jewellery on Amazon.in for the first time growing over 20% y-o-y,” an Amazon India spokesperson said.
Demand from tier-two and tier-three cities such as Unnao, Bharuch and Akola grew up to 2.5 times year-on-year, while new jewellery buyers in smaller cities increased over 40%. Lab-grown diamond jewellery purchases tripled, while silver idols and figurines grew nearly 2.7 times.
Quick commerce joins the gold rush
Instamart has also seen a sharp rise in precious-metal purchases, with gold sales growing 258% year-on-year and silver purchases increasing 185% over the past 12 months. Bengaluru leads purchases on the platform, followed by Mumbai, Hyderabad, Ahmedabad and Lucknow.
“Bengaluru leads India’s gold and silver shopping on Instamart,” the company said. One Bengaluru customer purchased gold worth ₹2.52 lakh in a single day, including five 50-gram silver bars and several gold coins.
Ahead of Dhanteras, Instamart has partnered with Kalyan Jewellers to offer gold coins, including 0.1-gram denominations, through its sellers.
Beyond precious metals, Amazon reported a sixfold increase in two-wheeler sales during its Great Indian Festival compared with the average-day pace. Electric two-wheeler sales grew eightfold, with more than 60% of overall purchases coming from non-metro markets.
The trends point to festive shopping expanding across categories, with platforms increasingly becoming channels for both high-value purchases and traditional Dhanteras buys.